In 1997, brow pro Anastasia Soare set up shop in Los Angeles and single-handedly turned groomed brows into a must-have red-carpet accessory. Natch, an amazing product line followed, bringing the “Golden Ratio” shaping system to the rest of us. But this story “arch” doesn’t stop there—she extended her line to include everything from killer eyeshadow palettes and glittery glosses to iridescent highlighters.
The lightweight, waterproof blend delivers big-time hold for bold brows that stay put for 12 hours.
Women of every skin tone can “stay in the glow,” thanks to this makeup label’s luminizers, foundations, concealers and more. Founded in 2001 in Australia, it quickly built a reputation for its extensive shade range and ultrasmooth formulas— as lightweight as a second skin. Every product enhances your natural radiance, so you can be your glow-iest self yet.
Shimmering Skin Perfector Pressed Highlighter
The buttery creamy-powder formula delivers high-impact shine in your choice of 10 shades.
Natalya Rachkova brought her secret face cream recipe to the U.S. from her home country of Uzbekistan—and word started spreading quickly. What began as "magic" cream made in her kitchen is now a carefully edited collection of skin care essentials (think: a multitasking moisturizer, cleanser-mask hybrid and pimple potion). The paraben‐free, vegan formulas are handcrafted and work for all skin types.
It seriously does it all: hydrates, balances, brightens and addresses just about any skin concern you have.
The simple premise behind this popular brand: Good skin comes from nature. Its plant-to-bottle formulas feature everything from green tea to willow bark, while skipping preservatives, artificial fragrances and colorants. Gentle enough for sensitive skin, the Japanese-inspired products do it all to give you a beautiful, healthy complexion.
Rosewater Mist with Witch Hazel
The spritz works equally well under or over makeup, as an oil-absorbing toner or refreshing hydrator.
The NYC‐based hair care label has won a serious following for hitting the sweet spot between natural and effective. Full of nourishing, clean ingredients, and free of sulfates, parabens, phthalates, silicones, DEA or synthetic color, these winning formulas address every hair need under the sun, whether your goal is to volumize, de‐frizz, repair or soothe. Add it all up and the mane attraction is clear: crazy good products you can confidently feel good about using.
Don't Despair, Repair! Deep Conditioning Mask
The weekly treatment answers the SOS of straw-like strands with a luster-restoring blend of B vitamins, rosehip and argan oils, algae and biotin.
When it comes to brows, we put all our trust in celebrity makeup artist and "brow whisperer" Tonya Crooks. Her L.A.-based line includes everything you need to find and maintain your natural brow shape (spoiler: one size does not fit all). The collection of innovative pencils, highlighters and tools lets you customize your look for fuller, thicker brows that break the cookie‐cutter mold.
The Convertible Brow Powder & Pomade Duo
Use it dry for a natural finish, wet for more definition or both to create a full‐on glam look.
We first fell in love with this brand because of its clean, nontoxic approach to skin care, which includes antioxidants and botanical oils that actually work. Then came the obsession with its essential‐extract‐packed lip colors and five-free nail polishes (formulated without potentially harmful chemicals). Now this line is one of our go-tos for everyday skin care and makeup—and its sleek packaging is on point for your next #topshelfie.
White Charcoal Detox Mask
White charcoal powder removes dirt while also providing intense hydration—it’s legit magic.
As the founder of game-changing blowout chain Drybar, Alli Webb has made good hair her business. The salons’ signature yellow styling tools—like a powerful dryer that’s up to 20 percent faster than other professional tools—and products designed to make DIY styling a breeze are all you need to master any look from stick-straight to spirals—no appointment needed.
Detox Dry Shampoo
Microfine rice powders absorb oil to restore volume and instantly refresh hair—basically, it’s the ultimate blowout extender.
Some teens worry about college applications. Others, like Zach Dishinger, are busy, you know, being CEOs. A makeup aficionado, the Florida teen started out customizing shades in his kitchen, and launched Formula Z Cosmetics at the ripe age of 15 (NBD!). Zach models his products himself on his website and social feeds, promoting the belief that great makeup is for everybody.
The liquid lipstick line boasts seven high-impact, semi-matte shades, including Bowie, a trending purple.
Created in Australia and made famous by bikini-clad beach babes, this coffee-based line uses only natural and naturally derived ingredients for its skin-smoothing scrubs and creams. Coffee grinds, brown sugar and sea salt are the headliners here, so it’s no surprise everything smells good enough to eat. Why coffee? The caffeine energizes the skin and perks things up, so it works wonders on the, um, behind region.
Original Coffee Scrub
Smells like an orange mocha frappé and smooths skin for the softest legs of your life.
Founder Kristeen Griffin‐Grimes spent her childhood on the coast of Washington surrounded by all things natural. Fast‐forward to adulthood, and Griffin‐Grimes found herself a tour guide in the south of France. The two worlds may be thousands of miles apart, but they're kindred in spirit: fields and farms, vines and flowers, and pure and wholesome living. Inspired by her travels, in 2010 she launched a beauty line made of organic and sustainable ingredients to appeal to the French girl in all of us. On those days you wish you could escape to a lavender field in Provence (i.e., every day), unleash your joie de vivre stateside and indulge in the decadent array of creams, oils and polishes.
Rose Lip Polish
The blend of sugar, shea butter, coconut oil and rose essential oil sloughs, hydrates and plumps your pout for a perfect muah every time.
Husband‐wife duo Glenn and Shannon Dellimore created their first mud mask for their actor friends who were looking to get camera‐ready. The glow‐getting product became so popular backstage in Hollywood, the Dellimores ended up launching their own line. Now there’s a mud mask for every one of your skin concerns: SUPERMUD® to clear, YOUTHMUD® to exfoliate, THIRSTYMUD™ to hydrate and FLASHMUD™ to brighten. Plus, the brand recently added cleansers and moisturizers to its lineup of must-haves.
GRAVITYMUD™ Firming Treatment
This lifting, peel-off mask transforms from white to chrome as you wear it, giving you plenty of selfie ops.
Full disclosure: We're suckers for packaging, and this skin care line's minimalist, apothecary-inspired bottles don't disappoint. Of course, its products are amazing, too. Using certified organic botanicals, natural actives and powerful antioxidants, the brand's anti-aging face and body formulas deliver visible results with ingredients you can feel good about.
Intensive Hand Cream
Super hydrating, never greasy and smells like roses—all in a pretty pink tube.
The Hawaiian brand calls coconut the "jack-of-all-fruits", and it’s easy to see why. Replete with fatty acids and rich in antioxidants that easily absorb into the skin, coconut oil leaves your whole body super hydrated and supple. But Kopari didn’t stop there: It combined pure, organic coconut oil with potent natural ingredients—all without sulfates, silicones, parabens or GMOs to really take its products to the next level. And the result? Multitasking marvels you can use from head to toe.
Organic Coconut Melt
The tub of 100% organic coconut oil is a workhorse: Use it as a hair mask, body moisturizer, makeup remover, dry shave oil, a bath boost, an under‐eye treatment and a stretch-mark preventer.
Lashes are having a big moment, which is why we're obsessed (in a big way) with this beauty line dedicated solely to eyelashes. Whether you want to make a subtle statement or go all‐out extra, these products and tools—from heated curlers to a multitasking mascara—will be the stars of your makeup bag. Plus, the brand is cruelty‐free and everything is formulated with high‐quality ingredients.
Full Control Lash Sculpting Mascara
Two wands are better than one for defined, volumized and totally transformed lashes.
Known for its insanely pigmented lipsticks, this Insta‐famous brand offers a range of double‐tap‐worthy formulas—from velvety mattes to wild metallics. Founder Doe Deere set out to create "makeup for unicorns," which is the perfect way to describe her line of rainbow brights and glitters. Plus, every single product is vegan and cruelty‐free.
Matte Velvetines Lipstick in Red Rose
This OG liquid matte lipstick lasts all day and won’t dry out lips.
When it comes to glitter, this makeup line is queen. The high‐shine collection is best known for its loose pigments, silicone‐filled syringes and metallic kits that let you add glitter wherever you want it—and keep it there. The signature two‐step method, which includes an adhesive base layer followed by round glitter pieces, gives you the most brilliant sparkle in a rainbow of hues.
Cher Holographic Lit Kit
Multidimensional silver glitter tinted with pastels creates a holographic sparkle effect on lips and eyes.
Few names are as synonymous with a clear, glowing complexion as Mario Badescu. For more than 50 years he's created custom treatments with the most effective—and high-end—ingredients. Whether you're looking for powerful acne remedies or potent anti-aging treatments, his products offer tailor-made solutions to tackle any and all skin concerns.
Powerful salicylic acid and soothing calamine make stubborn breakouts virtually disappear overnight.
A chemist mom and her model daughters are the beauties and brains behind this line of easy-to-use pencils enriched with vitamins, antioxidants and moisturizers. The range of barely there shades simplifies any makeup routine while creating a flawless finish. You can thank this cult-favorite line for providing the essentials to create the no-makeup makeup look that’s blowing up your feed.
Intense Matte Lip & Cheek Pencil
Swipe on this velvety color that feels creamy, looks rich and won’t feather for up to six hours.
When celebrity makeup artist Rose-Marie Swift couldn’t find safe, nontoxic beauty products, she created her own. This A-list-approved line of highly pigmented makeup is made of mostly raw, food-grade organic ingredients, so the products not only look amazing, but they’re good for your body, too. Bonus: Almost everything comes in a portable pot and can be easily applied with your fingertips.
Sheer, super blendable and basically the most perfect highlighter ever.
Celebrating the best day of the week, this skin care line gives your complexion that covetable glow you get from sleeping in on the weekends. The brand’s message—and snappable pink packaging—may be playful, but the results are major. The entire range of products features an exclusive peptide formula that stimulates the collagen and elastin regeneration process—so you look dewy and refreshed without a full eight hours.
Daily Dew Hydrating Essence Mist
When that afternoon slump hits, spritz on this moisturizing mist infused with kiwi and grape extracts for a quick pick-me-up.
An engineer and researcher used their expertise to craft some of the most innovative brushes in the beauty business. The award-winning tools feature hypoallergenic and antibacterial synthetic fibers designed to stand up to a lifetime of use. The founders continue to innovate, creating state-of-the-art designs with luxurious details, like hand-sanded wood handles. Whether you’re blending, contouring or lining, these brushes are your go-to for a seamless application.
Flat Kabuki F80
Introduce your liquid foundation to this flat-top brush ASAP to create an incredible high-def finish.
The skin care line sets the bar high: a visible difference in your complexion in one treatment. How now? Potent sheet masks, natch. Choose your mask by skin goal—plumping, hydrating, firming, brightening and more—and let the pampering begin. Cruelty‐free and made without parabens, phthalates, mineral oils, sulfates or synthetic dyes, the at-home treatments actually give you that "I woke up like this" star-quality skin.
Red Carpet Ready Hydrating Bio‐Cellulose Second Skin Face Mask
The 20‐minute sheet mask delivers a bottle's worth of skin serum for a supersmooth, plump complexion—no filter needed.
Founded in 1994, the makeup brand gained serious cred for its innovative products. Developed by makeup pros for fashion shows and then translated for the real world, the cosmetics are beloved for their long-lasting formulas and metallic finishes. Its Stay All Day liners and lip colors are truly budge-proof, and its color-correcting primers create a seamless canvas for makeup. Whether you prefer natural or glam, the high-performing line lets you nail your look Every. Single. Time.
Glitter & Glow Liquid Eyeshadow
Sparkle sans mess: This magical mix of pearl and glitter glides on smooth and stays put.
In her 20s, Holly Thaggard’s friend was diagnosed with skin cancer, so Thaggard vowed to make sunscreen—the best defense against UV damage—something you’d want to wear every day. She spent three years tackling common SPF issues and developed an oil-free, skin-nourishing lotion that offers broad-spectrum protection with clean ingredients. Thaggard continues to innovate with powders, mists and mousses designed to keep skin healthy—rain or shine.
So sheer it’s practically invisible, this lightweight formula delivers hefty SPF 40 coverage and a slight glow.
We’re not ashamed to admit that we totally judged a book by its cover—or, in this case, a mascara by its package. This unconventional Korean beauty brand collaborates with artists, so you’ll find whimsical drawings of dinosaurs on the CC creams and quirky cats on the lip balms. But there’s so much more than meets the eye: Egg-infused masks and moisturizers treat everything from acne to signs of aging, lip tints have epic staying power and cleansers deliver results that are beyond skin deep.
Egg Cream Mask Hydration
Egg extracts, coconut water, anti-agers and botanical extracts whip dry, dull skin into shape.
Celebrity makeup artist Veronica Lorenz created this ingenious eyeliner tool when a medical condition weakened her grip. She devised a solution that didn’t require steady hands or years of practice: a stamp you coat in pigment and place on your lash line for a perfectly symmetrical cat-eye. Now there’s no more winging it when it comes to achieving the ideal line every time.
VaVaVoom Kitten Wing Stamp
You can do an even cat-eye without fail. Just dip the tool in ink and stamp it on your lid for the ultimate shortcut.
Launched by Austin-based stylists, this popular line is for those who want salon-quality hair care without the price tag—and let's be honest, who doesn't? Whether you're looking for volume, texture, curl definition or hydration, the collection is full of healthy‐hair ingredients like sunflower seed extract and olive oil, and free of any harsh stuff, like sulfates, parabens or gluten. Tack on that every product costs $16, and it's easy to see what all the hype is about.
We're all for products that ghost—aka disappear without a trace—and this wash delivers. Infused with moringa oil, it adds shine and smooths frizz without weighing down hair.
the original beautyblender®
You can find this little pink makeup sponge in just about every makeup artist’s bag—and for good reason. Its edgeless shape and unique material that expands when wet provide a streak-free application for a high-def finish.
Lanolips 101 Ointment Multipurpose Superbalm
Do you ever dream about an all‐in‐one balm you can literally put anywhere? This is it—and there are more than 101 ways to use it.
Silicone Makeup Applicator
With its innovative silicone design, you won’t waste a drop of makeup as you apply foundation, blush, highlighter and concealer. Just add your product of choice to the teardrop-shaped tool, dab it on and blend it out.
The Original MakeUp Eraser Makeup Remover Cloth
Just add water and this supersoft cloth will remove waterproof makeup and mascara instantly. Plus, it’s perfect for travel and lasts up to a thousand washes.
Wink & A Kiss FlashPatch 5-Minute Hydrogels
Add this multitasking kit to your night-out prep. The Anytime Perk-Me-Up patches deliver caffeine and collagen to refresh eyes, while The Super Smooth Talker gels plump and soften lips with peptides and green tea extracts.
Women’s Blister Prevention Spray
Three years of scientific research resulted in this flexible, clear film that blocks shoe friction to stop blisters from forming. Just spray and let dry for a genius solution to breaking in new shoes or pesky rubbing.
Nanotech Fabric Turban Shower Cap
Never before has a shower cap been called “chic!” This 100 percent waterproof upgrade keeps your hair frizz-free during even the steamiest of showers. The fabric repels moisture at a molecular level and the rubber grip protects your hairline so your blowout lives to see another day.
Liquid Glitter Shell Hairbrush
Calling all mermaids: This seashell-shaped brush detangles tresses in the most fun way possible.
STYLEDRY Blot & Go
Refreshing your blowout on the go just got a whole lot easier. Designed to fit into a clutch, wallet, you name it, these dry shampoo sheets are like blotting paper for your hair: Pat them on your roots, and voilà, grease is gone.